PODCAST · business
What's The Theory?
by Search Theory
What's the theory is an exciting new SEO podcast that explores the theories and myths surrounding the search industry's tactics, trends, algorithmic changes and AI.Think of us like the myth busters, but for SEO. Your hosts aren't Adam Savage and Jamie Hyneman though, so you'll have to make do with David Vernon and Sara Kavanagh, the co-founders of Search Theory with a combined experience spanning decades.David and Sara have worked with brands like Berghaus, Kickers, Mitre, Lloyds Banking Group, Speedo, Yamaha and JD Sports Group. It's fair to say they've got a bit of skin in the game.Want us to explore a search theory you've been thinking of? Let us know by providing feedback and telling us what you want us to explore next.
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Is BrightonSEO All It's Hyped Up To Be?
What The Theory? Episode 1: The Truth Behind Brighton SEO & The GEO MythSearch Theory Co-Founders David Vernon and Sarah Kavanagh pull back the curtain on the latest industry trends from Brighton SEO, exposing why the heavily marketed concept of GEO (Generative Experience Optimisation) is mostly a sales gimmick. They reveal the real reason behind mysterious organic traffic drops, the changing behaviour of modern consumers, and why the absolute basics of technical SEO still beat AI hype every single time.David Vernon and Sarah Kavanagh are veteran search marketers and the Co-Founders of Search Theory, an agency built on transparent, data-driven strategies. With years of experience managing campaigns for leading brands across the UK, they launched What The Theory? to debunk industry myths, challenge lazy agency narratives, and help businesses find what actually moves the needle in modern search.They explain:The "GEO" hype cycle and why it’s just a repackaging of old-school long-tail SEOThe silent analytics mistake currently hiding up to 30% of your organic trafficHow LLMs actually crawl data, and why standard crawl budgets make cheap link-building uselessWhy keyword strategies are shifting from simple queries to 120-word conversational promptsThe transparency crisis between brands and agencies that is quietly killing campaign performanceTimestamps00:00 Intro & Welcome to What’s The Theory?01:31 Moving Past the AI Doom-and-Gloom of Last Year02:15 Exposing the Birth of the "GEO" Narrative03:27 You Can Rank Number One on Google and Still Lose05:11 Going Back to the Bare-Bones Basics of Search07:50 Real Market Share Data: Google vs. ChatGPT, Gemini & Perplexity08:32 The No-Click Problem: How Sponsored Ads are Taking Over the SERP09:25 Marketers Don't Have a Conversion Problem—They Have an Attribution Problem11:10 The Tracking Nightmare: How Old UA Code is Screwing Your GA4 Data13:15 Consent Mode Updates and Losing 30% of Your Visible Traffic16:15 What Does GEO Actually Mean?17:55 Analysing the Data: Why People Use 120-Word Prompts on LLMs21:40 The Ultimate Truth: "Good GEO is Just Good SEO"23:00 Why You Can't Wisely Optimize Product Pages for Conversational Prompts26:30 The Technical Risk: Crawl Bloat, Site Speed, and Tanking Core Web Vitals28:45 For God's Sake, Use Formatting! (Paragraphs, Headings, and Citations)31:00 The Rebirth of Link-Building Farms: How Agencies Rebrand to Survive35:30 YouTube: Capitalizing on the World's Second-Largest Search Engine37:15 The Cross-Platform Consumer Journey (Reddit, YouTube, and Verification)39:48 Rant Time: Laziness and AI-Generated Presentations at Brighton SEO41:10 The Surprising Environmental and Carbon Cost of AI Search43:00 Outro: Becoming the Mythbusters of Digital MarketingEnjoyed the episode? Share the episode with fellow marketers and businesses navigating the shifting landscape of search:Have a theory or an SEO myth you want David and Sarah to bust in the next episode? Let us know in the comments below!Visit www.searchtheory.co.uk for more information.
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ABOUT THIS SHOW
What's the theory is an exciting new SEO podcast that explores the theories and myths surrounding the search industry's tactics, trends, algorithmic changes and AI.Think of us like the myth busters, but for SEO. Your hosts aren't Adam Savage and Jamie Hyneman though, so you'll have to make do with David Vernon and Sara Kavanagh, the co-founders of Search Theory with a combined experience spanning decades.David and Sara have worked with brands like Berghaus, Kickers, Mitre, Lloyds Banking Group, Speedo, Yamaha and JD Sports Group. It's fair to say they've got a bit of skin in the game.Want us to explore a search theory you've been thinking of? Let us know by providing feedback and telling us what you want us to explore next.
HOSTED BY
Search Theory
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Frequently Asked Questions
How many episodes does What's The Theory? have?
What's The Theory? currently has 1 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is What's The Theory? about?
What's the theory is an exciting new SEO podcast that explores the theories and myths surrounding the search industry's tactics, trends, algorithmic changes and AI.Think of us like the myth busters, but for SEO. Your hosts aren't Adam Savage and Jamie Hyneman though, so you'll have to make do with...
How often does What's The Theory? release new episodes?
What's The Theory? has 1 episodes. Check the episode list to see recent publication dates and frequency.
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Who hosts What's The Theory??
What's The Theory? is created and hosted by Search Theory.
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